How many advertisements and sales pitches do you see in a day? On your drive into work? In your email inbox? When you check the mail? Most likely you have become conditioned to ignore the vast majority of them. You automatically delete your spam folder, you turn down the radio when the commercial plays, and you pull the bills out of the mail while tossing the rest.
Thinking about yourself doing these actions may make you question how you can get the attention of your own customers. Thankfully there is a simple answer, personalization!
The power of personalization is not something new. As any souvenir shop stocked with license plates, key chains, jewelry, and coffee mugs with your name on it can attest to, we are drawn to things personalized and unique to us.
Personalized content that speaks directly to the recipients interests and life style makes the customer feel like they have a better connection with the company, that the sender has invested the time to learn something about them and understand them. Customers who feel a greater personal connection with a company are more likely to buy and place their loyalties with that company, than if they feel like just another purchase.
It goes without saying, that in order to get personal with your audience, you really need to know your customers. There are different ways to go about knowing your customers, from surveys on their purchasing habits, to forms that include birthday promotions. Here are some ways to incorporate personalization into your next marketing campaign:
Most of the items on this list are pretty generic for registering for an email blast, a website log in, or other means of getting your customers information. They are questions we have come accustom to answering. Job title, age, gender, marital status, education level, etc. Name? Even just having the customer’s name included on a printed piece somewhere other than the address box can gain a greater response than something they feel is generic.
Point in Life
Is your target audience in their earlier 20s? Do they have kids? Are they retired? Human needs and interests are not stationary and where we are in life can have a huge impact on the types of items we are interested in purchasing. Knowing what stage in life your recipients are in can help you better focus your marketing campaign and in return result in a high return on your investment.
Birthdays, weddings, anniversaries, moves, these life events can have a big influence on your customers buying habits. Personalized marketing focused on these events can spark an interest in a customer. Because let’s be honest who doesn’t appreciate a free birthday perk? Sending personalized cards for life events in your customer’s life can really make you stand out and be remembered for future needs.
Print and Personalization
As we can see there are plenty of ways to get personal with your customers, but how do you incorporate that into your print campaign. L+L has you covered. With our HP Indigo 10000 and 7800 Digital Presses, we can fully customize your printed piece. Variable Data Printing allows you to change elements such as text, graphics, and images from one item to the next without stopping or slowing down the printing process.
The great thing is that you probably already have some information on your customer’s interests. Take a look at your records and see how you can stand out amongst the competition and get personal with your customers.